September 16, 2008
Providence, RI, September 16, 2008 – After successfully executing an enterprise-focused campaign last spring for Internet security software provider Kaspersky Lab, Duffy & Shanley continues its branding efforts for the company with its first integrated consumer advertising campaign in the United States.
The campaign promotes the North American release of two new products, Kaspersky Internet Security 2009 and Kaspersky Antivirus 2009, placing emphasis on the company’s revolutionary approach to eradicating online threats. Each advertisement features a knight, a metaphor for Kaspersky’s competitors: they were useful once upon a time, but are now obsolete, thanks to Kaspersky’s new standard for anti-malware protection.
“It’s not hyperbole,” said Michael Silvia, creative director and copywriter on the account. “This really is the way Internet security is going to be done from now on. Intelligent software that can make decisions, without slowing down your computer in the process. It’s super high-level stuff that we’ve tried to communicate in a simple, memorable way.”
Duffy & Shanley also handled media buying for the company. The campaign breaks on September 18, with print ads in USA Today and Money, as well as other business, consumer and PC magazines, and online ads on WSJ.com, CNet.com and CNN.com, among others. Creative elements of the campaign will be reinforced on Kaspersky Lab’s Web site and represents a major investment to support the overall brand in North America.
“Duffy & Shanley did a tremendous job distilling the strengths of our new products and translating them into a campaign that clearly shows consumers how Kaspersky is light-years ahead of its competitors,” said Randy Drawas, Kaspersky Lab’s chief marketing officer. “We look forward to seeing tremendous results.”
Contributing to the creation of the campaign were:
Michael Silva, creative director and copywriter, Duffy & Shanley, Providence
Peter Marcionetti, executive creative director and art director, Duffy & Shanley, Providence
Randy Walters, designer, Duffy & Shanley, Providence
Josh Wood, designer, Duffy & Shanley, Providence
Karen Shuster, vice president and media director, Duffy & Shanley, Providence
Doug Burns, account supervisor, Duffy & Shanley, Providence
Jorg Meyer, photographer, Jorg Meyer Photography, Charlestown, NC
Randy Drawas, Kaspersky Lab’s chief marketing officer, managed the campaign for the client.
A global leader in security, Kaspersky Lab’s product portfolio contains a full range of security solutions for home users, small- and medium-sized businesses, and large corporations.
About Kaspersky Lab
Kaspersky Lab delivers the world’s most immediate protection against IT security threats, including viruses, spyware, crimeware, hackers, phishing and spam. Kaspersky Lab products provide superior detection rates and the industry’s fastest outbreak response time for large enterprises, SMBs, home users and the mobile computing environment. Kaspersky® technology is also used worldwide inside the products and services of more than 100 of the industry’s leading IT secutity solution providers. Learn more at www.kaspersky.com. For the latest on antivirus, anti-spyware, anti-spam and other IT security issues and trends, visit www.viruslist.com.
About Duffy & Shanley
Based in Providence, RI, Duffy & Shanley (duffyshanley.com) is one of the largest independently-owned communication firms in New England. A fully-integrated, creative-led company, D&S is focused on developing and protecting emerging brands like Foster Grant, Safety 1st, Anthony & Sylvan, Swarovski, Eurosocks, Peter Pan/Greyhound, Touchstone Crystal, Kaspersky Lab and Narragansett Brewing Company.
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